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May 8, 2023

The Concrete Canvas: A Conversation with Benjamin Fishlock

The Concrete Canvas: A Conversation with Benjamin Fishlock

I'm your host, Tim Rowe, and today we have a fascinating conversation with Benjamin Fishlock, Head of Creative Strategy at Global Street Art. In this episode, we go deep on the compelling case for building a "real-world brand" and unpack the impact of hand-painted art - The Concrete Canvas.

Highlights and Key Concepts:

  1. Importance of Real-World Attention and Mental Availability:

    • The impact of bus advertising on brand visibility and share of search.
    • The concept of mental availability and the different levels of awareness.
    • The difficulty of achieving fame and being top of mind within a category.
    • The fascination with hand-painted advertising and its ability to create unforgettable impressions.

  2. The Role of OOH Advertising In The Marketing Funnel and How To Measure Effectiveness:

    • A discussion on the effectiveness of OOH advertising relative to current online advertising.
    • The importance of hyperlocal brand-building and ad targeting.
    • The need for creative considerations to ensure maximum impact.

  3. Excess Share of Voice and its Impact on Market Share:

    • Understanding the leverage of Excess Share of Voice (ESOV) in advertising.
    • The relationship between creativity, memorability, and market share gain.
    • The importance of format selection and playing different elements off of one another.

Why You Should Watch or Listen Now:

  • Actionable insights into the world of OOH advertising and its effectiveness.
  • Discover the power of creativity in driving fame and winning market share.
  • Learn about the impact of hand-painted art in elevating advertising campaigns.
  • Understand the importance of targeting and campaign size when using OOH marketing.
  • Explore the relationship between share of voice and share of market.

Watch or Listen Now - click the link below to watch or listen now!

Benjamin Fishlock and The Concrete Canvas

Insider Spotlight
Tim RoweProfile Photo

Tim Rowe

Host of OOH Insider | Founder @ tryadscout.com

When I started OOH Insider, I never thought it would reach anyone beyond the sales office in Eastern Pennsylvania where I was the "digital marketing guy" falling in love with the underdog qualities of OOH and all of the secret superpowers it holds.

Since then, the show has reached 84 countries and 1,527 unique cities around the world. Our guests have graciously shared, and our listeners continue to grow the show by sharing new content and concepts with colleagues clients.

Together, we've created the first platform for media and marketing executives focused on creating alchemy in the real world. With more than 150 episodes and counting, the launch of OOHired.com (the first free career marketplace for OOH), and so much more, OOH Insider has become a part of my being and hopefully becomes a part of your life too, whether as a part of your daily battle plan or for coming up with that big, new-idea.

Live hungry.
Stay full.

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